Beefeater is launching a new £16.99 price-marked pack across its original London Dry variant and its flavours range, Beefeater Pink Strawberry and Beefeater Blood Orange.
The new PMPs will roll out across the convenience channel, including major wholesalers, from November 2020.
Within convenience, Gin is growing +33% in volume versus last year and within this, Flavoured Gin is the fastest growing spirits category (+77% in volume versus last year).
Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, commented: “Gin is still very much the drink of choice and we’re delighted to be launching a PMP for Beefeater at a time when we are seeing significant changes in consumer behaviour. Since lockdown began, more consumers are shopping local, turning to trusted brands, and treating themselves to affordable luxuries.”
The new packs join the company’s recent launch of a £7.99 PMP on its bestselling Campo Viejo Rioja Tempranillo, which is available in major wholesalers now.